Mascara Waterproof Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Mascara Waterproof sales on Amazon US totaled 573,000 units in July 2026 (▼ 41.9% vs. the prior month), generating an estimated $7,558,970 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 59.3% of unit volume and 49.3% of revenue, while a typical listing is priced at $15.39. The keyword itself pulled 83,228 Amazon queries over the same period (▲ 3.8% MoM).
Zooming out to the 12-month window ending July 2026, the mascara waterproof Top 50 moved 7,396,000 units and $101,117,400 in cumulative sales — an average of 616,333 units and $8,426,450 per month. Monthly throughput topped out at 987,000 units in June 2026 and dipped to 352,000 in May 2026, leaving the latest reading 11.5% higher than August 2025.
Mascara Waterproof Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
573K
▼ 41.9% MoM
Monthly Revenue 2026/07
$7.6M
▼ 53.6% MoM
Top 10 Market Share 2026/07
59.3%
Mascara Waterproof Market Share & Sales Concentration on Amazon US — July 2026
The most-sold mascara waterproof listing on Amazon US in July 2026 is ASIN B00T0C9XRK (Brand: Essence Cosmetics), which sold 80,000 units at $4.97 apiece — equal to 14.0% of every unit tracked in this report and 14% ahead of the No. 2 listing.
The Top 10 ASINs account for 340,000 units and $3,726,300 in July 2026 — 59.3% of unit volume and 49.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Mascara Waterproof' on Amazon
July 2026
Is 59.3% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B00T0C9XRK
essence Lash Princess False Lash Effect Mascara, Black (Pack of 1) | Volumizing & Lengthening, Clump-Free Fiber Brush, Defines and Separates; Vegan, Cruelty Free, Paraben Free, Oil Free
80K
▼ 20.0%vs. prior month
$395.2K
latest month
12-month trend
B08H3JPH74
MAYBELLINE Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Blackest Black, 1 Count
70K
▼ 22.2%vs. prior month
$745.5K
latest month
12-month trend
B0D8BB4338
GAQQI Lash Cluster Glue, Waterproof Bond and Seal Lash Glue, Black - 10ml | Strong Hold 3-7days, Latex-free & Formaldehyde-free, Waterproof, For Cluster/ Individual/ Strip Lashes, Easy to Use
40K
▼ 20.0%vs. prior month
$514.4K
latest month
12-month trend
B0GNTLR45X
MAYBELLINE Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
30K
▲ 50.0%vs. prior month
$322.8K
latest month
12-month trend
B004BD107O
L’Oreal Paris Makeup Original Telescopic Mascara, Separating Mascara Volume and Length Formula, Washable, Blackest Black, 0.27 Fl Oz., 1 Count
20K
▼ 33.3%vs. prior month
$236.2K
latest month
12-month trend
B07TXJHYKB
essence Lash Princess False Lash Waterproof Mascara, Black (Pack of 1) | Lengthens & Adds Volume, No Smudge, No Flake, Long Lasting, Fiber Brush, Vegan & Cruelty Free, Paraben Free
20K
▼ 33.3%vs. prior month
$99.4K
latest month
12-month trend
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Best Mascara Waterproof Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Essence Cosmetics is the best-performing mascara waterproof brand in July 2026, moving 100,000 units across 2 ASINs for 29.4% of Top 10 volume. MAYBELLINE follows with 100,000 units (29.4%), ahead of GAQQI on 40,000 units (11.8%).
With 8 brands splitting the Top 10 and 70.6% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $4.97 to $12.99, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Essence Cosmetics
2 ASINs in Top 10
29.4%
Units
100K
Revenue
$494.6K
Avg. price
$4.97
B00T0C9XRK
$4.97·★4.3·401.1K revsessence Lash Princess False Lash Effect Mascara, Black (Pack of 1) | Volumizing & Lengthening, Clump-Free Fiber Brush, Defines and Separates; Vegan, Cruelty Free, Paraben Free, Oil Free
Units sold80KB07TXJHYKB
$4.97·★4.4·82.7K revsessence Lash Princess False Lash Waterproof Mascara, Black (Pack of 1) | Lengthens & Adds Volume, No Smudge, No Flake, Long Lasting, Fiber Brush, Vegan & Cruelty Free, Paraben Free
Units sold20K
MAYBELLINE
2 ASINs in Top 10
29.4%
Units
100K
Revenue
$1.1M
Avg. price
$10.41
B08H3JPH74
$9.99·★4.5·187.8K revsMAYBELLINE Lash Sensational Sky High Washable Mascara Makeup, Volumizing, Lengthening, Defining, Curling, Multiplying, Buildable Formula, Blackest Black, 1 Count
Units sold70KB0GNTLR45X
$10.82·★4.3·1.3K revsMAYBELLINE Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
Units sold30K
GAQQI
1 ASIN in Top 10
11.8%
Units
40K
Revenue
$514.4K
Avg. price
$12.99
B0D8BB4338
$12.99·★4.2·4.8K revsGAQQI Lash Cluster Glue, Waterproof Bond and Seal Lash Glue, Black - 10ml | Strong Hold 3-7days, Latex-free & Formaldehyde-free, Waterproof, For Cluster/ Individual/ Strip Lashes, Easy to Use
Units sold40K
Trending Mascara Waterproof Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, 3 ASINs forced its way in: B0GNTLR45X booked 30K units at $10.82, with ▲ 50.0% MoM change.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B0GNTLR45X
MAYBELLINE Lash Sensational Sky Tubes Tubing Mascara, Extension-Like Lengthening Mascara, 24HR Eye Makeup with Shea Butter & Castor Oil, Very Black, 1 Count
Price
$10.82
Rating
4.3
Reviews
1.3K
Latest month sales
B0BG6FXQCC
Prime Prometics PrimeLash Mascara for Older Woman (Black) | Volumizing, Incredible Length in 2 Coats, Long-Stay, Zero Clumps, Hypoallergenic
Price
$28.00
Rating
4.0
Reviews
27K
Latest month sales
B0F566TFJN
Thrive Causemetics Liquid Lash Extensions Mascara, Rich Black Shade | Tubing Formula Lengthens, Volumizes, Curls, Smudge Proof, Washable, No Clumping or Flaking, Vegan & Cruelty Free, Brynn Shade
Unlock to view ASIN details and product titles
Price
$26.00
Rating
4.4
Reviews
4.6K
Latest month sales
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